Jake Stahl, a pioneer in conversational dynamics, joined me for a conversation about how business owners can better communicate the value they offer.

The key is to understand your customer's needs and desires and create a compelling value statement that addresses those needs. Stahl suggests using the "3 Whys" technique to uncover the true dream outcome driving your customers.

He suggested four simple questions you can use to build your value statement: 

• Dream outcome: What do your customers ultimately want?
• Perception: How do they perceive their ability to achieve it?
• Time delay: How long will it take with your solution?
• Effort required: How much effort must they put in?

When you answer those four questions prospects can visualize the benefit of working with you.